Used JDM cars have enjoyed immense success in Pakistan’s car market, and no discussion about JDMs would be complete without mentioning the iconic Toyota Vitz.
Vitz, also known as the Toyota Yaris in many markets, has an interesting history that traces its roots back to the late 1990s. The first-generation Vitz was launched in 1999 as a successor to the Toyota Starlet. However, the name Vitz was used in the Japanese Domestic Market (JDM) only, whereas it was called Yaris in international markets.
The Vitz was developed on the Toyota NBC platform (New Basic Car) to target young, urban drivers with its modern design, fuel efficiency, and practicality. The first-generation Vitz (1999–2005) was designed by Sotiris Kovos, and its bold, futuristic styling set it apart from other compact cars. Right after it was released in Japan, Vitz quickly gained popularity due to its reliability, compact size, and spacious interior.
Related: History: Toyota Yaris All Generations
The Vitz offered a host of features rare in compact cars at the time, including advanced safety features like ABS, airbags, and a highly efficient VVT-i engine (Variable Valve Timing with Intelligence). It also provided excellent fuel economy and a user-friendly driving experience.
The Toyota Vitz Craze in Pakistan
Around 2004, the used JDM imports became more common in Pakistan due to relaxed import policies. The first-gen Toyota Vitz quickly became a standout among imported hatchbacks. Its compact design made it ideal for our congested urban roads, while its robust build quality and reliability earned the trust of Pakistani car buyers.
As fuel prices soared in the early 2000s, the Vitz’s fuel-efficient engines became a major selling point. The 1.0L and 1.3L VVT-i engines provided a great balance of performance and economy. Furthermore, (apart from the 800cc Daihatsu Cuore) Vitz was the only hatchback with an automatic transmission, making it a preferred choice for buyers seeking the convenience of an automatic gearbox.
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The Vitz offered an appealing alternative to locally produced vehicles like the Suzuki Cultus, Alto, or Hyundai Santro, which lacked modern features and refinement. The Vitz boasted superior build quality, a quiet cabin, and advanced features that were previously unavailable in locally manufactured cars.
Moreover, its interior was quite futuristic for its time with a centrally-mounted instrument panel, and despite its smaller outer dimensions, the interior space was surprisingly generous compared to other available hatchbacks of that time.
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Although increasingly popular, the Toyota Vitz encountered several challenges in Pakistan. These included a lack of spare parts & obviously no warranty. Since it was a JDM import, spare parts were not readily available, & in most cases had to be imported from abroad by private dealers leading to high maintenance costs. Then, an unfamiliar technology, as local mechanics were initially unfamiliar with advanced technologies like VVT-i.
Despite these challenges, the Vitz continued to thrive because it was perceived as a premium hatchback, far ahead of local alternatives in terms of comfort, safety, and features. Plus, enthusiasts were willing to pay a premium for its superior quality, and local workshops eventually adapted to servicing the car.
Another important factor was the number of iterations the Vitz was available in. It came with 2-door & 4-door versions and several grades to choose from resulting in a wide variety of options, as well as an endless list of exterior color choices. This was way more than what any locally assembled hatchback had to offer.
Evolution and Sustained Popularity
- Second Generation (2005–2010):
The second-generation Vitz improved on its predecessor with more refined engines and better interior quality. It continued to be a popular JDM import, often preferred by buyers looking for a compact yet feature-packed vehicle.
- Third Generation (2010-2019):
The third-generation Toyota Vitz, launched in 2010, brought a sharper and more modern design, with a focus on improved aerodynamics and fuel efficiency. It introduced hybrid technology to the Vitz lineup, making it even more appealing to eco-conscious buyers. The interiors were more spacious and refined, featuring advanced infotainment systems and better safety options, including multiple airbags and traction control.
- Current Status in Pakistan:
The Vitz remains a sought-after used imported car in Pakistan, with models from the early 2000s still widely seen on roads. Over time, the market for spare parts has improved, and mechanics are now more experienced in handling the car’s technology. Despite local competition, its legacy persists as a symbol of quality and reliability.
Impact on the Pakistani Market
While the Vitz’s success in Pakistan paved the way for other JDM hatchbacks, its widespread acceptance also pressured local manufacturers to enhance their offerings, leading to more feature-packed and better-built cars in the domestic market. While the Vitz may still face challenges as an imported vehicle, its enduring popularity underscores its importance in shaping the automotive landscape of Pakistan.
It is disappointing that Indus Motor Company (IMC), the assemblers of Toyota cars in Pakistan, have never considered launching a locally assembled Vitz, especially given its continued success in the market despite the lack of warranty and proper after-sales support. If introduced, a locally assembled version would likely surpass the success of the imported used JDM Vitz models.
Do you wish to see a locally assembled Toyota Vitz in Pakistan, let us know with your comments.
A computer animation professional with over 23 years of industry experience having served in leading organizations, TV channels & production facilities in Pakistan. An avid car enthusiast and petrolhead with an affection to deliver quality content to help shape opinions. Formerly written for PakWheels as well as major publications including Dawn. Founder of CarSpiritPK.com
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